Booking.com People - addiktSchbang

Booking:people

Empowerment by Design

Simplifying internal brand communications for thousands of people everyday.

The Challenge

Booking.com's 10,000+ employees across 158 offices were creating over 2,000 internal communications daily—training sessions, presentations, memos, and posters—with no unified visual system. The Internal Brand Team needed a solution that any employee, regardless of design skills, could use to maintain consistency while expressing their individual voice.

Our Approach

The Idea

We created booking:people—a flexible toolkit built around the "people:grid" system that transforms any photograph into branded communication. Rather than restricting creativity, the system empowered non-designers to create professional assets through simple, intuitive templates.

Execution

The dynamic brandhub launched as an online platform housing guidelines, templates, and user-generated content. Office managers became brand ambassadors, curating local creations and updating the hub. The system debuted at BAM (Booking Annual Meeting), where 6,000+ staff experienced it across every touchpoint—from stage design to name badges.

Impact

Results

The brandhub became a living repository of employee creativity, with staff worldwide contributing original communications that maintained brand consistency while reflecting local perspectives.

Cultural Resonance

The people:grid became visible in employee internal communications and local office materials. Teams started using the grid format for presentations and meeting materials, with the brandhub featuring user contributions from across global offices.